Are undermining dastardly demons destroying your message?

You believe in your business. You’re excited to share it with the world. But somehow your vision is falling short.

Could it be how you’re communicating your message?

Undermining Dastardly Demons

You have the best intentions. You plan your business communication and know what you want to convey. Right?

If you are not giving much thought to business communication, you leave the door wide open for message-destroying demons. Demons who undermine your credibility and wreak havoc on your vision for success.

The following examples illustrate undermining blunders that hurt your business communication. It also offers blunder-blasting ideas.

1. Sensory Overload

Don’t you HATE clickbait? A headline snags your attention, so you click on the link. Soon you’re assaulted by pop-up ads, jumping screens, and multiple navigation arrows. Most of us quickly click away.

But clickbait tactics are not the only way to bombard your readers’ senses.

Homepage Clutter

Not to pick on Wayfair (I love their products) but a recent visit to their site had me thinking – whoa, way too much to look at.

I am not a huge shopper. So, when I go to a site, I typically know exactly what I am looking for and use the Search bar. If you go to Wayfair’s site without a specific idea, it presents you with an endless stream of images and products.

Below is a snapshot of everything on the homepage at the time of this post.

 

Besides bombarding the site visitor with information overload, some of the groupings make no logical sense (at least to my simple mind). Chandeliers and toilets???

Technology Turmoil

Technology tools are great – until they distract from your message.

• Sliding images, SIGN-UP NOW pop-ups, and other moving parts overwhelm the viewer.
• Forget about your message. Site visitors are looking for the fastest exit.

Tedious Text

But we cannot blame the lack of simplicity all on technology. We humans do our part, too.

• Long, rambling text, difficult-to-read format
• Million-dollar words when a quarter word would do
• Typos, grammar guffaws, and acronyms run wild

Are technology and human-created distractions undermining your business communication?

Keeping it Simple Tip

Take a critical eye to each part of your business communication.

• The words you write
• Your added images
• And the technology tools you use

Then ask yourself one question.

What can I remove?

I guarantee, you will find something.

• Ask others for their take.
• What would they remove?

2. A Muddled Message

Before readers can understand your message, you need to be clear on what that message is.

1. What is the problem – challenge – or point of the message?
2. What would you like the ending or outcome to be?
3. How do you get there? What is your solution?

Partner up with keep it simple to deliver one, clear message. Do not try solving all of your customer’s problems in one communication. That is one of the blunders Wayfair made (in my humble opinion).

A Clear Message Tip

Before finalizing that homepage or marketing ad, create one sentence that summarizes your message. Like a tagline for your communication.

Jot it down – test it out

Then, test it against your communication. Did it pass the test?

Look at the snapshot below of Dropbox’s homepage.

 

 

Dropbox message: Keep life organized and work moving – all in one place

Test the message: Does it work?

As you scroll down the page, Dropbox reinforces the message of organization, mobility, and a central source.

• For Work – Work efficiently with teammates and clients, stay in sync on projects and keep company data safe – all in one place.
• For personal use – Keep everything that’s important to you and your family shareable and safe in one place. Back up files in the cloud, share photos and videos and more.

Is your lack of a clear message undermining your business communication?

3. Same Old Thing

Why do people love to attack overused business words? Because they are sick of hearing them over and over again.

The daily bombardment of business communication buries your customers in words, images, and messages. Is it any wonder they feel like they have seen it all?

That makes delivering your message extremely challenging. It’s not easy coming up with a different spin.

Uniquely Yours Tip

If you start with simple, keep it clear; I am convinced what makes your business unique will break through the noise. What are your customers saying?

Ask yourself the following question before hitting send on your message.

What’s different?

When Steve Jobs returned to Apple after the company showed him the door, Apple created a great ad. Its message? Think different.

View the Steve Jobs-narrated version of the ad.

Review the same three areas you did in the Keeping it Simple Tip.

1. Your written words – are the words lost under the trampled steps of sameness?
2. The images – have you seen the same visual repeatedly (think shaking hands image)?
3. Technology tools – do they contribute to functional chaos or distracting detours?

Is the same, tired message undermining your business communication?

Exorcise Your Demons

Slam the door on undermining demons who sneak through your business communication blunders.

1. Beware of sensory overload.
2. Use a better business communication blueprint – Simple – Clear – Unique.
3. Uncover dastardly demons lurking beneath your text.

Exorcise undermining demons. Your customers will thank you.

What tips do you have for keeping the business communication demons away?

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BigStock Photo Credit

Canva Credit

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Note: In 2015, SSB took a year-long alphabetic journey for better business communication. Each post contained an A-to-Z topic for creating better business communication. This ‘U’ post originally published on October 19, 2015, and this June 22, 2022 version updates it. The plan is to update each alphabetic post. Hopefully, it will not take a year to complete. 😊

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